Our end-to-end strategic content marketing planning template
1. Attract more customers
In order to get found by the right prospective customers, you must create educational content that speaks to your customers and answers their questions.
The tough thing is finding and creating relevant content ideas and being sure you’re not wasting your valuable time creating the kind of content that does not attract or engage your target audiences.
That’s where a solid content marketing strategy planning framework will help you:
- Understand your customers so that you can attract more of them
- Identify the long tail keyword ideas that your prospective customers put into a search engine to find something they have questions about
- Make your editorial planning and marketing promotion workflow function properly
- Publicize your content to your audiences and attract and engage more prospective customers with their help
- Measure your content marketing performance, evaluate what works and what doesn’t work, do more of what works, and less of what doesn’t
2. Engage your audiences so that they do not slip away
The most important tools for engaging audiences, and lowering your fall off rate, is to publish highly relevant content, but for each stage of their buying journey. To do this you need to:
- Understand your customers’ buying journeys
- Analyse your website visitor behaviour: their bounce rate, the pages they visit, the time they dwell, their entry and exit points, and their propensity to interact with your content (you can see this in Analytics)
- Do a content audit to spot the gaps in your content mix, preferably using a content matrix
- Add the necessary Calls-to-Action (buttons and hyperlinks) that encourage your visitors to move to the next stage, and closer to becoming a customer
3. Convert anonymous visitors and get qualified leads
Visitors are good, but leads are better. To convert a visitor into a lead, you need to compel your visitors to convert.
You need to guide them to a landing page where the offer in your call to action is fulfilled, and where the visitor submits their contact information.
When website visitors fill out a form on your website in exchange for valuable content, you convert them from an anonymous visitor into an identified lead.
Once you’ve acquired their name, you have their permission to email them, but be careful not to spam them with irrelevant content, or to sell to them until they are ready.
A series of emails focused on useful, relevant content from your rostrum of blog posts can build trust with a prospect further, and warm them up so they become even more ready to speak to you and do business with you.
Achieving the above lead-generative content marketing is only possible with an end-to-end strategic inbound content marketing approach.
The clients who master this approach successfully future-proof their businesses in the post-digital age.
If you’re serious about paving the way for your customers with strategic content, you can do one of several things: